Samsung Partners AnyMind to Deploy AI Live Commerce Across 8 Markets

The rollout introduces AI avatars that can answer customer queries in real time using local languages and accents, while reducing reliance on human hosts and enabling brands to scale personalized shopping experiences across regions with minimal operational overhead.

Samsung Electronics has partnered with AnyMind Group to deploy its AI-powered live commerce platform, AnyLive, across eight markets in Southeast Asia and Oceania, marking a significant push toward always-on, AI-driven retail engagement.

Through AnyLive, Samsung will add over 4,450 livestream hours per month across Australia, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, Thailand, and Vietnam. The initiative focuses on consumer electronics and mobile experience products, with livestreams spanning platforms such as Shopee, Lazada, and Samsung’s own brand channels.

A key highlight of the rollout is the use of AI avatars capable of interacting with viewers in real time. These avatars respond to customer queries in native languages and local accents, enabling localized, personalized shopping experiences at scale. In Australia and New Zealand, Samsung is also deploying fully AI-generated avatars on its own website.

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The company was able to launch 10 simultaneous AI avatar livestreams across all eight markets within just two weeks. The deployment includes studio-produced avatars, pre-built avatars from AnyLive’s library, and custom AI-generated avatars tailored for specific regions.

Chang Soo Park, Regional Head of Online Business at Samsung Electronics Southeast Asia and Oceania, said the partnership reflects a shift toward an “Always-On” engagement model, where consumers can access interactive product demonstrations anytime, regardless of location or time zone.

AnyMind Group’s Managing Director of Global E-Commerce, Akinori Kubo, described the move as part of a broader transition toward “hybrid retail,” where AI handles scale and consistency while human creators focus on high-impact interactions.

AnyLive enables enterprises to run 24/7 multilingual live commerce streams through AI avatars while tracking performance across both human-led and AI-led sessions. The platform is designed to reduce dependence on production teams and human hosts, allowing brands to scale content rapidly across regions.

The partnership builds on AnyMind Group’s recent expansion in social commerce, including its acquisitions of Vietnam-based Vibula and Japan-based Bcode and MISM, strengthening its capabilities in live streaming and vertical video production.

The collaboration signals a growing shift toward AI-led commerce infrastructure, where brands increasingly rely on automation, real-time personalization, and agentic systems to engage customers at scale.

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